Diseño y validación de un cuestionario sobre percepción del marketing alimentario persuasivo en jóvenes mexicanos

Fernando Emmanuel Garcini Enrique; Claudia Nelly Orozco González; Mónica Lizbeth Bautista Rodríguez; Karina Isabel Casco Gallardo; Nissa Yaing Torres Soto

doi:10.19136/hs.a24n3.6027

Authors

Fernando Emmanuel Garcini Enrique Universidad Anáhuac de Cancún
Claudia Nelly Orozco González Polytechnic University of Quintana Roo
Mónica Lizbeth Bautista Rodríguez Autonomous University of Mexico State
Karina Isabel Casco Gallardo Autonomous University of Hidalgo State
Nissa Yaing Torres Soto University of Quintana Roo

DOI:

https://doi.org/10.19136/hs.a24n3.6027

Abstract

Objective: To design and validate a questionnaire that evaluates the influence of food marketing on young Mexicans.

Materials and method: An observational, cross-sectional and quantitative study was carried out. The sample consisted of 346 university students from different states in Mexico. A questionnaire based on theoretical models of consumer behavior was developed. Content validity was determined by expert judgment and construct validity through exploratory factor analysis (EFA) using principal axes and oblique rotation. Internal consistency was assessed using the omega coefficient (ω).

Results: The EFA revealed a four-factor structure that explained 56.72% of the total variance. The factors identified were: (1) product exposure and advertising on social networks, (2) social and environmental responsibility, (3) product exposure and packaging, (4) brand experience and loyalty. The total scale showed adequate internal consistency (ω= .85) and a KMO measure of sampling adequacy of .84.

Conclusions: The questionnaire developed proved valid and reliable for evaluating food marketing and its relationship to the purchasing decisions of young Mexicans, providing a useful tool for future research and intervention strategies.

Keywords: Questionnaires; Evaluation studies; Marketing; Food; Adolescents.

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Author Biographies

Fernando Emmanuel Garcini Enrique, Universidad Anáhuac de Cancún

Student of the Bachelor's Degree in Nutrition. Universidad Anáhuac Cancun. Cancun, Quintana Roo, Mexico.
Claudia Nelly Orozco González, Polytechnic University of Quintana Roo

PhD in Public Health Sciences. Bachelor's Degree in Physical Therapy. Polytechnic University of Quintana Roo. Cancun, Quintana Roo. Mexico.
Mónica Lizbeth Bautista Rodríguez, Autonomous University of Mexico State

Master's degree in Health Sciences. Faculty of Dentistry. Autonomous University of the State of Mexico. Toluca de Lerdo, State of Mexico. Mexico.
Karina Isabel Casco Gallardo, Autonomous University of Hidalgo State

PhD in Public Health. Tlahuelilpan High School, Autonomous University of the State of Hidalgo. Hidalgo, Mexico.
Nissa Yaing Torres Soto, University of Quintana Roo

PhD in Public Health. Department of Medical Sciences. Division of Health Sciences. Autonomous University of the State of Quintana Roo, Chetumal, Quintana Roo. Mexico.